Evolving insights key to marketing to Hispanic millennials

Hispanic millennials will account for more than 80 percent of the growth in the Hispanic 18- to 29-year-old population over the next few years, according to HispanicMarketing.com.

These young Hispanic consumers are the fastest growing segment of the Latino population, and the majority are U.S. born, census data compiled by the Pew Hispanic Center indicates.

Hispanics in Arizona are predominantly young, according to DATOS 2012 Hispanic Market report. The median age of Hispanics in our state is 25. The U.S.-born Hispanics median age is only 16, which means that half of these native-born Hispanics are not old enough to vote or drive, but they will be soon.

However, as this key demographic grows, marketers hoping to reach them will need to develop strategies that factor in the rapid changes going on among Hispanic millennials.

Here are some commonalities. The millenials have embraced the American Dream, yet still embrace parts of their Hispanic culture, such as family ties, music and food.

Unlike their parents, who kept low profiles, most Hispanic millennials aren’t afraid to stand out. They are actively involved in their communities, expect to earn more than their parents, and many are educating themselves and want to be business owners, teachers, engineers and elected officials.

Millennials media usage patterns reveal that although 73 percent watch English-language TV, only a small percentage watch network TV shows with Hispanic actors, according to Nielsen data. They complain that general market broadcasting outlets stereotype Hispanic characters, and this is a turn-off for them.

When going online they are more likely to visit English-language websites than Spanish-language sites.

Millennials also are heavily into use of wireless electronic devices. They are 66 percent more likely to have mobile phones than non-Hispanic whites. DATOS says 81 percent of Hispanics in Phoenix own mobile phones.

Hispanic culture plays an important role when marketing to millennials. A 2012 Advertising Age InsightsTrend survey reports nine in 10 agree that their roots and heritage are more important today than five years ago. They want to see their culture reflected in authentic ways, not in stereotypes.

According to Ethnodynamics, a recent study by Yahoo and Mindshare, 60 percent of Latinos think ads fail to depict their ethnic values at a deep level. Yet the same research shows a paradox where young Hispanics want to embrace American culture. For millennials, a smooth and constant blending of Hispanic and American cultures is a natural and desired dynamic.

Millennials respect and expect creativity in ads directed toward them. They consider themselves unique from previous generations, and aspire to create something new and better.

Marketing to this emerging demographic of Hispanic millennials is a new ball game, and advertisers need to keep a scorecard to track their likes and dislikes.

Although Hispanic millennials appreciate being targeted by brands, only carefully thought out and planned marketing campaigns can succeed.

Ruben Hernandez is principal of FACIL Marketing, and an associate of DK Web Consulting. He can be reached at hernandez@dkwebconsulting.com.